CHAPTER 6
Becoming Intimately Familiar with Your Customers
Getting Your Hands in the Soil
Companies are struggling. As we’ve discussed, old sales and marketing methodologies rely on manipulations to generate sales, but that model clearly doesn’t work anymore. Unfortunately, neither do a lot of the things that you may have read (or been taught) when you were coming up the ranks. For instance, anyone who has spent any time at all in marketing has heard about the Four Ps—product, price, place, and promotion. These concepts were made leading edge by marketing professor Philip Kotler in his 1967 book, Principles of Marketing, and they ruled the roost for more than forty-five years. But the game has changed, and, unfortunately, the Four Ps are now ...
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